The term 'Sportwagenschmiede' was deliberately chosen because it captures everything Porsche aims to stand for in the future: our aspiration to offer the sportiest vehicles in every segment, but also craftsmanship, down-to-earth thinking and entrepreneurial, business-focused action. Our goal is to be attractive to all stakeholders: our customers, our workforce, our partners and our investors.
CEO
Sportwagenschmiede ‘35
The overarching goal is to strengthen Porsche as the most desirable sports car manufacturer. The foundation for this is the brand’s unique positioning. With products that serve both the sport luxury segment and the sport premium segment, the sports car manufacturer can achieve high returns in the top segment while scaling at the same time. The company will continue to be guided by its principle of Value over Volume. Combined with a leaner, faster and more flexible organization and more efficient processes, Porsche aims to significantly lower its breakeven point.
Key Messages
Strategic Direction
Sportwagenschmiede '35
Reinforce Porsche as most desirable sports car manufacturer
Brand & Customer
Value over Volume
Elevated positioning and scarcity strengthening pricing power
Products & Technology
Exhilarating Performance
Exclusive and emotional sports car experience
Enterprise & Operations
Flexibility & Productivity
More efficient and resilient setup enabling a lower break-even point
Enabler
Focus & Execution
Streamlined organization and fully committed leadership team
Financials
Strong Value Creation
High performance and superior cash generation
Capital Markets Day 2026